| Most data cabling companies face a choice of two | | | | integrators that you choose to partner with are |
| distinctly different business development paths. | | | | complimentary to your core cabling skills, and not |
| Some spend most of their marketing, sales, and | | | | a direct or indirect competitor. |
| business development resources pursuing large | | | | 2. Check Out B2B Networking Events. Generally |
| major bid opportunities with Fortune 1000 | | | | those technology providers that get involved with |
| enterprises and government entities. | | | | chamber of commerce organizations, lead sharing |
| Other data cabling companies do a lot more in the | | | | groups, and local expos are pretty receptive to |
| small business space, where installations typically | | | | building their businesses up on a variety of fronts. |
| involve networks of anywhere from 10-100 | | | | 3. Go Where Techies Hang Out. Often-overlooked, |
| nodes. | | | | IT user groups can be a great way to network |
| However it can be very difficult to profitably | | | | both with potential partners and those that |
| market to customers that really only need your | | | | routinely subcontract work to data cabling |
| services once... with perhaps some small add-on | | | | companies like yours. |
| work a few years down the road. | | | | 4. Keep Your Ears Open at Training Events. Ever |
| This is because your customer acquisition costs | | | | been to a reseller or channel partner event from |
| can be quite high relative to the rather limited size | | | | an IT giant like Microsoft or Cisco? These confabs |
| of the job. | | | | are often bursting at the seams with those |
| Think about it.... How much can you really afford | | | | technology providers eager for opportunity. The |
| to spend on marketing, sales and business | | | | key thing... network with those who don't fulfill the |
| development expenses when the upside potential | | | | needs that you do. |
| of the projects is say $1,000 - $5,000? | | | | 5. Ask Your Accountant or Attorney to Facilitate |
| That's why for many data cabling companies that | | | | Introductions. Chances are, your trusted business |
| want to service small businesses, it makes more | | | | advisors like your accountant or attorney have |
| sense to partner with those technology providers | | | | clients that are VARs, consultants, solution |
| that already have existing relationships with small | | | | providers, MSPs, and integrators. So don't be shy |
| business owners and managers. | | | | about letting your trusted business advisors know |
| How can you go about finding these movers and | | | | that you'd appreciate any relevant, appropriate |
| shakers that can not only drastically cut the length | | | | matchmaking. After all, you do already have one |
| of your sales cycle, but also provide predictability | | | | important thing in common... you've selected the |
| and stability through constant referrals? | | | | same trusted business advisor. |
| Consider these 5 ways to locate like-minded | | | | Most data cabling companies are either excellent |
| technology providers that are eager to work with | | | | marketers or destined to starve themselves out |
| data cabling companies like yours. | | | | of business. This can be an especially daunting |
| | | | challenge if you work primarily with small |
| 1. Look for Those Small Business Tech Providers | | | | businesses. In this short article, we looked at 5 |
| that Don't Do Cabling In-House. At the risk of | | | | simple, proven, powerful strategies for leveraging |
| stating the obvious, make sure those VARs, | | | | the existing relationships of other technology |
| consultants, solution providers, MSPs, and | | | | providers to get an instant foot in the door. |